This paper introduces a novel perspective on the gamification of crowdsourcing tasks by conceptualizing it as the introduction of hedonic quality into the solution of utilitarian tasks and into the design of corresponding systems. We demonstrate how such a conceptualization can enable crowdsourcing applications to involve new kinds of crowds in everyday contexts that cannot be reached with existing models. We illustrate its application with the design of TrendRack, a gamified crowdsourcing application in the domain of fashion. We then discuss the results from a first evaluation, suggesting successful engagement of fashion customers in everyday contexts.